How to do Agile Qualitative Research

What is Agile Qualitative Research?

The demand for faster, deeper market research is growing.  Agile processes combined with qualitative research allows a marketers a faster response to traditional research methods which typically take weeks to deliver.  Agile methods can include short 30 min online interviews, mobile qualitative research and small panel sessions amongst others.

What makes the Research Agile?

There are two clear paths to agile market research.

The first is take traditional methods and shorten them.  This means smaller sample sizes, with shorter time periods and simple recruitment methods.  This can provide a ‘toe in the water’ and is great for sprints and simple insight needs.

The second involves the ability to harness modern technology with platforms like Zoom or market research specific online platforms means that researchers and marketers can observe consumer behaviour and responses in both real time and at more convenient times. Technology platforms also remove a level of moderator bias and interviewer intervention (or at least less intervention). Consumers can create simple videos of their everyday lives and upload these to the mobile platform with commentary. They can also show us pantry audits, garage audits, workspace audits and talk us through shopalongs – all online.  We can send products for unboxing and review and we can also have participants provide reactions to new product ideas or prototypes for immediate feedback. ,

We have recently asked some of our consumers to create TikTok footage to help us understand feelings and moods, instead of using image collages. This works a treat with younger audiences (or the young at heart). Any video footage can be easily clipped for insertion into powerpoint or video reports.

The Benefits of Combining Agile Processes with Qualitative Research

Agile methods are good for clients, consumers and research budgets, but they are not designed to replace quality, robust and repeatable research. These methodologies are great for innovation projects or when you just need to run a few raw ideas. Speed is king.  Simple projects can be turned around quickly.  Simple designs with simple outputs are easy to use and understand. Consumers are less likely to fatigue so you get more truthful responses.

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